One of Target’s subdivisions is Wedding. Target refreshes the campaign annually to attract millennial couples to subscribe to a gift registry.

The brief was to develop a new campaign connecting with this audience. Millennials are beyond the gravy boat wedding gift. How could Target help couples create a registry that represented two individuals coming together?

Below are concepts presented to the client. We looked in to a new brand identity that would adjoin the bullseye.

Pattern became supporting graphics for the brand. We wanted the campaign to reflect Target's bold brand yet still feel like "wedding".

What if Target created custom registry invites for any kind of couple?

The acquisition mailer envelope utilized some of the pattern and was a beautiful way of packaging the registry catalog.

The Welcome Gift was a way of thanking couples for registering with suggestions of wedding favors. Idea inspired by Birchbox! This became 3D interpretation of “Be Yourself, Together”. A divider separated the gift items to represent individuality yet the center encompassed a card with a beautifully written “together” story.

The illustration above shows an open book representing the story of a couples lives. Products would be placed on top with a real couple interacting together. Fun, a little quirky, and added a human quality. Illustration by Chris Martinetti.

The idea here was to create stories from products. Real couples would choose items from the registry that would represent their individuality. The venn diagram became a template to show the individuals “coming together” over a common story-telling element, in this case a perfect morning over coffee. Shot overhead, this became a flat and iconic way to share the story.